PET OWNERSHIP AND SUSTAINABLE CONSUMPTION BEHAVIOR

Sustainable consumption is one of the important issues of today and the future. Because a sustainable nature and society are associated with sustainable consumption habits. It can be said that today's consumers are more sensitive about sustainable consumption. Awareness of nature, environment and animals has increased. Therefore, there has been an increase in the number of consumers with pets. Pet products are a growing market. The aim of this study is to compare the sustainable consumption behaviors of pet owners with consumers who do not have pets. For this purpose, questionnaires of 475 consumers were evaluated. According to the findings, consumers with pets have higher sustainable consumption tendencies than consumers without pets. According to this result, businesses that carry out sustainable marketing activities should pay particular attention to pet owners in market segmentation. In the relevant literature, it is seen that there are limited studies on consumers with pets. This study is important in terms of being the first study in the related literature in terms of research subject.